Chris Caines

Marketing Blog

April 30, 2014

“Are you really busy at the moment, or do you have 5 minutes?”

A modern cry for help? Misread and disregarded? All pointing towards a culture-wide problem? Are we really that busy to help?

Regardless of the industry you work in, you are employed for one reason – being a solution provider. You take a problem, a requirement, or an opportunity, add significant measurable value and, in return for payment, deliver something in return that makes the organisation increase stakeholder fulfilment (financial and non financial).

With that being the case, if someone is asking for 5 minutes of your time, it is to involve you in helping them provide a solution that achieves the goal associated to that task or project. So if you can add significant value to that process in 1/288th of the time available to you every day, then why do we so easily dismiss this as not being a priority for us?

“I didn’t have time”
This actually means, “it wasn’t important enough.” It wasn’t a high priority, fun, distracting, profitable or urgent enough to make it to the top of the list. Seth Godin

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April 16, 2014

63% of interactive videos are played through to the end

Is the video content better? Is the technology just ‘fun to play with’?

A Sizmek Research Report suggests that the majority of interactive videos are watched in their entirety – encouraging news for brands that are dedicating significant budgets to rich content but struggling for audience retention. In this increasingly competitive medium, what is making this format more interesting?
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April 14, 2014

‘Use budgets to make content, not ads’

Worthwhile reflection on how short web videos ‘should’ differ to their TV counterparts

If your objective is social engagement then you must accept that your sophisticated audience is less likely to react to obvious sales tactics. TV Broadcaster and Presenter Kristian Guru Murthy rightly highlights a clear need for a concise production approach to web video to deliver content that fuels your community interaction. Well worth a watch.

April 8, 2014

Sell on Amazon, if you’re not already

Amazon has revolutionised our online shopping experience in the past. With new services and new interactive gadgets they’re set to do it again.

If rolled out internationally, Amazon Fresh is about to revolutionise our shopping. Supermarket items routinely ordered and delivered direct – from groceries to batteries. Add a nifty little gadget like Amazon Dash to the mix, and our shopping habits are set to change again.
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April 3, 2014

Always add captions to your promotional videos

Captioning. perhaps the most overlooked part of promotional videos. Marketers rightly focus on speed, but miss out on completing the job properly.

Captions aren’t just for the hard of hearing. They’re also useful for those who can’t listen at the moment, have forgot their headphones, are at work, or speak a different language. Adding captions gives you the opportunity to deliver your video message to more people – as they’re less likely to save for another day.
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March 31, 2014

The perfect professional profile picture

what do business connections think of your LinkedIn profile picture? Photofeeler study reveals a range of considerations that will help you leave a positive impression

60,000 ratings of Competence (smart and capable), Likability (friendly and kind), and Influence (Industry Leadership) metrics for 800 profile photos were collated to form an advisory article on what makes the perfect professional profile picture. Is your profile picture carrying the right positive digital impression?
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March 29, 2014

Sport Tweets – Make sure they’re live, not scheduled

Social media credibility has to be questioned if you’re not live tweeting at sporting events

Scheduled tweets give us the flexibility to craft detailed social media plans, and I’d expect nearly every social media manager to use them as part of their automated tasks. It could be a big announcement, or a simple ‘Merry Christmas’ message. It doesn’t remove the desire for engagement and interaction, it simply allows for co-ordination across multiple communication channels. BUT, do not use it to talk about or reference a live event – you should do that live. AutoExpress made that mistake this morning, relating to the ‘delayed’ Formula One Qualifying session. Ironically, as the great Murray Walker once said…

“Anything happens in Grand Prix racing and it usually does” Murray Walker, F1 Commentator

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iPhone 5S
March 28, 2014

5 tips for designing mobile email campaigns

Don’t let mobile design oversights limit the success of your email campaign

This post has been spurred by a few examples I received in my email inbox this week. I’m not trying to single out any specific brands, or even the design agencies that may have been involved – they are simply classic examples of how, as industry, we must continue to refocus our attention on the increasing reliance (and preference) upon mobile communication.
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March 26, 2014

Say hello to Wello… another step towards data-rich marketing opportunities?

As more health devices, apps and mobile OS interact together, will I be able to add health-targeting to my advertising mix?

Wello, a newly announced health tracking iPhone case is expected to dispatch this Summer, producing and storing high quality health data. As a marketer, will I one day be able to access this information?

Last week I wrote on how I sincerely hope Apple’s expected Healthbook solution will not suffer a similar fate that Passbook seemingly has. If Apple do release a centralised health solution, which will clearly integrate with a multitude of wearable devices, such as Wello, will I be able to use this data to target iAds?

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